Our algorithm aims to achieve the goals set by your bidding strategy. When Target ROAS bidding strategy is set, we aim to achieve a satisfactory Return on Ad Spend (ROAS) for your allocated budget. If the algorithm can’t achieve the desired ROAS due to limited customer demand, it reduces the items bid to a level where it predicts satisfactory ROAS can be achieved. This may result in limited volume at the lower bid, leading to unspent budget.

If the target ROAS is set too high, the algorithm may find fewer opportunities to bid, resulting in unspent budget. Consider lowering your target ROAS to increase spend and drive increased traffic and sales. 

When an item with limited historical performance data is added to a campaign, it goes through a Learning phase where the algorithm adjusts bids to understand its performance, leading to fluctuations. Once enough data is gathered, the item moves into the Optimizing phase where it may reduce the item’s bid to a level where it predicts satisfactory ROAS can be achieved. This may result in limited volume at the lower bid, leading to lower spend in the Optimizing Phase. 

To improve campaign performance for new campaigns, you can filter your items during campaign creation by selecting Suggested items.

To improve campaign performance for running campaigns, focus on making sure that items have high offer listing quality, competitive pricing and fast shipping to ensure competitiveness.

There are many external factors that influence campaign performance including the volume of related searches, the appeal of the item to consumers, the item’s quality and the frequency of bidding in our algorithms. These factors can impact the speed at which spend is reflected.   

You can increase conversions by focusing on improving key item attributes that appear prominently in your ads: 

• Product Titles: Use accurate and descriptive product titles that include relevant keywords, brand names and specific product details.  

• Product Images: Provide high-quality, professional images that showcase your products from multiple angles. Google recommends at least 800x800 pixel images. 

• Product Descriptions: Include bullet points of detailed product descriptions highlighting key features, benefits and specifications.  

• Pricing: Ensure that your product prices are competitive. 

• Reviews: Ensure that your product has sufficient high-quality reviews to help build trust and credibility with potential customers. 

No, your ads drive traffic directly to your offers regardless of whether your offers are winning the Buy Box on Walmart.com. Your Buy Box win rate does not impact your campaign performance. 

The bidding algorithm goes through two phases: 

• Learning: The learning phase is the initial stage of bidding, where our algorithm analyzes how your item performs on Google Shopping Ads. During this phase, our algorithm focuses on driving traffic to your item and collecting data on how many impressions, clicks and conversions it gets. You may see a limited number of impressions and clicks or an inconsistent ROAS. This is normal and means that our algorithm is testing different bid levels and learning from the results. This takes an average of 7-10 days and may take longer if there's high competition in Google.  

• Optimizing: The optimizing phase begins immediately after the learning phase ends and is the final stage of bidding. At this point, our algorithm has learned enough about your item and to only bid at a level at which additional spend is expected to return an optimal ROAS. This serves to limit campaign spend on items that have been underperforming. During the optimizing phase, you may see an increase in spend at a stable or increasing ROAS, which indicates that our algorithm is spending wisely and maximizing your revenue from ads. However, if the algorithm determines that it isn’t able to generate an optimal ROAS for an item, it’ll reduce spending on that item. This may happen if the item has low demand, high competition or other factors that affect its performance.